Cox hasn’t said how much inventory it will put into the programmatic platform, but Mike Zeigler, vice president of business development and operations at Cox Media, said it is part of an ongoing progression by Cox to leverage digital technology to unlock new advertising options.

“Cox was an early innovator in offering video-on-demand advertising, interactive advertising, and we are now excited to offer national brand advertisers the ability to use this new, efficient programmatic platform to integrate agency ad buys directly with Cox Media ad inventory,” Zeigler says.

He added that clypd’s platform would let Cox advertisers and agencies “leverage data” to plan and buy its TV inventory.

Two weeks ago clypd integrated Ad-ID coding, the ad industry’s digital coding standard, into its platform. Ad-ID is a central commercial asset code database that streamlines how advertisement information flows across various systems in the advertising ecosystem.

Tyler Loechner, a writer with MediaPost News, says clypd’s platform allows trading desks and demand-side platforms (DSPs) to be connected. He adds that the majority of programmatic media-buying may take place online and on mobile devices, “but that hasn’t stopped marketers from applying the technology to other channels. More and more, media traders in the out-of-home, radio, and even TV industries are looking to use programmatic.”